Engineering Customer Relationship Management System

Customer relationship management is one of the techniques that was defined and developed in the 90's along with the development of information and communication technologies as an important approach in business and with the aim of returning to personal marketing. In general, changing the behavior of customers in financial and service institutions, especially in banks, due to the monetary nature of their activities is more sensitive and requires accurate and timely planning by the managers of the banking and service network. A customer in a bank equals at least one asset. Today, banking is obliged to see itself in the mirror of the customer and try to understand the wishes and desires of its customers in a competitive environment and do something that the customer is completely satisfied with his bank. In today's marketing, the cost of losing a customer equals the loss of the benefits of the services that the customer needs throughout his or her lifetime, and this is a wake-up call for the bank.

Autorentext

Dr. Zahra TorabiDepartment of Management & Accountant, Abadeh Branch, Islamic Azad University, Abadeh, Iran